Since 2017, their gym program has grown. With COVID-19, they realized they had the opportunity to scale the business. They adapted their face-to-face program to a virtual one, using an app. Things started well, and they grew rapidly until they reached a point where they were gaining almost the same number of new users as the number of users they were losing.
However, all the effort they put into attracting new athletes wasn’t yielding the expected results. They realized they needed to improve the lifetime value and retention of their clients. At a certain point, the clients realized that they were putting too much effort into attracting new athletes while the program itself wasn’t delivering the expected results. Therefore, both conversion and retention needed improvement.
We created a roadmap to understand all stakeholders: owners, administrators, coaches, athletes, potential athletes, and dropouts. Insights from both business and athlete perspectives helped identify areas for improvement.
We gathered feedback from different athlete types and developed action plans to improve retention. These plans are being implemented with guidelines and metrics for progress.
Through a comprehensive discovery process, we designed action plans involving FBB’s stakeholders to enhance app retention with clear guidelines and metrics.